If you have been around survey research for any length of time you
have come across the ubiquitous Likert scale. But, do you ever
wonder what the Likert scale really is? This question format and
its strongly agree to strongly disagree framework is a staple for
in the pantry of questions we use on...read more

Hey there…have you heard of me? In consumer and B2B market research
circles we are often asked to assess market awareness and/or
familiarity with brands, products and spokespeople or causes. These
two related, but separate constructs, represent the first steps on
the pathway from prospect to...read more

There comes a time when all researchers have a bad day and craft a
questionnaire that misses the mark. This can come in the form of a
poorly worded question or logic that skips respondents off into the
universe. To help mitigate these moments place a sticky note beside
your monitor that reminds you...read more

On a night, seemingly just like any other, the internet spun into a
frenzy of discord. The culprit was a photograph of a dress, and not
just any dress—#TheDress. Some people looked at the photograph and
saw white and gold; others saw blue and black. The resulting
confusion and disbelief from those...read more

We’ve talked before about how important it is to understand the
generational gaps in the workforce because what keeps Generation X
engaged, doesn’t necessarily keep Millennials (born between 1980
and 2000) engaged. And the same thing holds true when it comes to
the customer experience. Millennials...read more

The old school for ad testing involved bringing large numbers of
people of various demographics together and showing them ads
embedded in pilot television show. This was coupled with two
surveys, a pre-exposure survey and a post-test assessment following
the programming and ad exposure. Enter the...read more

Scales in market research share a similar purpose with those
devices found in bathrooms, gyms and doctors offices. They are both
designed to measure. In one case it may be our physical weight,
while in the other it may be the importance of an attribute or
attitude. In the context of B2B and consumer...read more

We’re in the thick of the holiday season, and everyone has a wish
list. While it may not resemble a handwritten letter to the North
Pole, it’s safe to assume that most people are hoping they get
something on their list this season. On that note, wouldn’t it be
great to know what respondents wanted...read more

What’s the last thing you should do before you send out your survey
to the masses? TEST! This is the most important step so you can
double check your work to ensure everything looks and is running
A-okay. After you’ve been looking at the survey for days, it’s easy
for you to miss an error so having...read more

Where to begin is a question frequently heard in market research.
Yet, when it comes to survey design this question cannot be asked
often enough. A particular example that has significant
ramifications on satisfaction scores is where to start the scale?
There is a significant body of research around...read more